Project No.43 —
Commercial Offices, Brand and Campaign, Abbotsford Victoria

Rich St

The rebellious heart of the north, Abbotsford attracts startups, creative agencies, tech gurus and those looking to stay one step ahead. These trailblazers are followed in short order by a host of excellent coffee shops, vinyl record stores and a few cheeky watering holes thrown in for good measure.
          Rich St offices present a sophisticated edge that few others can claim. Modern, textural and iconic, it's a building that is bold and unabashed. It’s a combination of character and convenience, well-being and sustainability. It’s a well-connected address that raises the bar, in a location that’s on the up. 

ABBOTSFORD
WORK / LIFE

Brand Positioning

First it was Fitzroy. Then it was Collingwood. And now that Abbotsford is on the rise, it's sure to be the next big thing. By carefully positioning the brand, we developed a narrative that pinpointed a rare opportunity for 'progressive thinkers' to enjoy a brand new office, in such a unique location. In other words, it's a commercial building that aims to attract the early adopter — those who embrace being first. From its contemporary green architectural façade to its lush landscaping and sustainability credentials, it's unique in many unexpected ways. It's commercial, but not corporate. It's architecturally designed with highly flexible fit-outs offering a blank canvas for businesses. 
          Above all, it's a place for the brave. It's for those who insist on looking forward and getting in early. And of course, those who want to stay at the forefront of business.

Render Art Direction

Nestled among deciduous plane trees, the setting itself is a unique and compelling aspect of the project — so much so that we chose to prominently leverage the Rich Street name. With the tree canopies providing dappled light in summer, they’ll shed their leaves to maximise sunshine in winter. A key objective behind the suite of Artist's Impressions was to capture this little green 'pocket' of Abbotsford and frame it as a key part of the Rich St story. 
          On the upper levels, framed views capture outlooks over the treetops. With more than 400 sqm of landscaped rooftops and three large terraces, it enhanced the biophilic experience. With lush planters and curated outdoor seating, these layered spaces provide impressive views towards the city, Victoria Park and the Yarra River — an ideal visual story.

Facts, Stats and Diagrams

Amongst the big vision and evocative storytelling, clear and accurate presentation of information is not forgotten. As part of every project, we ensure that maps, diagrams and plans are beautifully presented so that prospective tenants have quick and efficient access to information.

Printed Collateral 

Information Memorandums — tick. Website, eDM's and digital floor plates — tick. Commercial leasing is largely driven by functional, digital collateral. However, take-home collateral is also important, particularly for qualified leads who perform inspections. It not only leaves a more lasting impression, but it also influences the perceived quality and value of the property. It also more effectively captures the vibrancy and appeal of a location — a critical factor for attracting and retaining employees. The suite of printed collateral for Rich St celebrates imagery, taking the shape of a pair of newspaper-style brochures, contained in a distinctive tote bag. 
          Designed to work in conjunction with, but not replace the digital Information Memorandum, it elevates the project to stand out amongst competitors.

Digital experiences crafted by Assembly are typically a combination of beauty and brainpower. Defined by a sophisticated user experience, every website we design is, first and foremost, a curated expression of the brand. Secondly, they are tailored to meet specific needs, whether it be a teaser-style website to support a brand launch, a more substantial digital presence to facilitate a campaign or a comprehensive corporate website integrated into a content management system. 

Rich St in 3 seconds

Work Completed

End–to-end; brand strategy, naming, brand identity, render art direction, leasing materials, website design and development, print collateral, on-site signage

MOBILE

Project No.43 —
Commercial Offices, Brand and Campaign, Abbotsford Victoria

Rich St

The rebellious heart of the north, Abbotsford attracts startups, creative agencies, tech gurus and those looking to stay one step ahead. These trailblazers are followed in short order by a host of excellent coffee shops, vinyl record stores and a few cheeky watering holes thrown in for good measure.
          Rich St offices present a sophisticated edge that few others can claim. Modern, textural and iconic, it's a building that is bold and unabashed. It’s a combination of character and convenience, well-being and sustainability. It’s a well-connected address that raises the bar, in a location that’s on the up. 

Brand Positioning

First it was Fitzroy. Then it was Collingwood. And now Abbotsford is on the rise, and sure to be the next big thing. By carefully positioning the brand, we developed a narrative that pinpointed a rare opportunity for 'progressive thinkers'. In other words, a commercial building that pursues the early adopter — those that embrace being first. From its contemporary green architectural façade to its lush landscaping and sustainability credentials, it's unique in many unexpected ways. It's commercial, but not corporate. It's architecturally designed with highly flexible fit-outs offering a blank canvas for businesses. 
          Above all, it's a place for the brave. It's for those who insist on looking forward and getting in early. And of course, those who want to stay at the forefront of business.

Work Completed

End–to-end; brand strategy, naming, brand identity, render art direction, leasing materials, website design and development, print collateral, on-site signage

External Links

Architecture by Matt Goodman Architecture Office (MGAO)  ↗

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Assembly transforms businesses, services and products through the power of brands. We work at the intersection of strategy, identity, communications and content. Far more than mere aesthetic, our role is holistic — helping our clients understand their offer and shape it for the marketplace.

Visit us 11-13 Cubitt St Cremorne VIC 3121 AU 
Email us hi@theassembly.com.au 
Call us +61 3 9600 2220 
Stalk us Instagram, LinkedIn 
Typography ABC Diatype, Quadrant Mono
Copyright Assembly Branding® 2024

MOBILE

Assembly transforms businesses, services and products through the power of brands. We work at the intersection of strategy, identity, communications and content. Far more than mere aesthetic, our role is holistic — helping our clients understand their offer and shape it for the marketplace.

Visit us 11-13 Cubitt St Cremorne VIC 3121 AU
Email us hi@theassembly.com.au
Call us +61 3 9600 2220
Stalk us Instagram, LinkedIn
Typography ABC Diatype, Quadrant Mono
Copyright Assembly Branding® 2024